Today, up to 68% of people use online reviews regularly. Of those 68 percent, 93% are likely to make a purchase decision based on the customer feedback they found in the process.
A bad review - whether on Facebook, Yelp, Google or Twitter - can cause a knee-jerk reaction in all business owners: 'I need to get rid of this'. Deleting reviews isn't simple on most platforms, but should you even be doing it at all? When examining industry leaders and opinions from marketing and brand management authorities, the answer is a resounding 'No!'.
Today, up to 68% of people use online reviews regularly. Of those 68 percent, 93% are likely to make a purchase decision based on the customer feedback they found in the process. This is huge - especially for service-based industries. Even if you don't claim your listing and manage the platform to which customers can post reviews, they can absolutely still post them on platforms such as Yelp and Google Reviews. This means that people may already be posting opinions about you, and you should definitely listen up.
In terms of receiving a bad review, it's actually beneficial to take a negative opinion as a blessing in disguise. You see, this customer has already given your business a chance, and has cared enough about their resulting experience to start a dialogue. If you then attempt to delete that comment, you're going to make an already-displeased customer more frustrated, essentially telling them you don't care about their feedback. Deleting a bad review (assuming you can even get it deleted) will most definitely not make it go away.
We suggest this, instead: Let the comment sit on your Facebook/Yelp/Google page, addressing it professionally and sympathetically. It's always better to keep the conversation 'at your own house' than to let it spread elsewhere across the internet. By positively responding to a negative comment, it demonstrates to everyone reading how much you care about your customers and the lengths you'll go to right an instance where they feel wronged.
There are very few cases where bad reviews should be removed or flagged for appeal. We strongly suggest only submitting an appeal to delete when claims contain unsupported comments based on facts can be considered libellous, or that contain content that is explicit/offensive/illegal.
Admit it, when you see a business that only has 100% rave reviews, you start to wonder who they're paying for their kind words - because it's just not natural. Owning your not-so-amazing reviews and responding to them from the heart will do much more towards fostering a positive brand image than simply deleting it ever will. Some businesses avoid social media altogether for fear of negative comments. They forget that if people want to say something bad about your business, they will - whether you are online or not. Wouldn't you rather be part of the conversation?
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